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Personally, I could handle it if they set the default e-price for new-release hardcovers to $15, that's what Baen does with their E-Arcs. However, if they're setting e-books of hardcovers to $15 then they should set e-books of paperbacks closer to $5.
I've rarely felt ripped off by the e-price of a book that's still in hardcover, because even when dead tree is discounted and cheaper, the e-version is usually at least lower than list. It's when the e-version is damn near double the list price of dead tree, like a $15 e-book for a $7 or $8 paperback that I get angry.
Sure does look interesting though.
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